AN ASSESSMENT OF CONSUMER BEHAVOUR IN THE HOSPITALITY INDUSTRIES, (A CASE STUDY OF SELECTED HOSPITALITY FACILITIES IN OBUBRA LGA)

This article explores the factors that lead to customer satisfaction, with a particular interest in the hospitality industry in Obubra Local Government Area of Cross River State Nigeria. In hospitality industry, service providers and customers usually have an intimate and direct interaction for considerable time duration and such, sales to and retention of customers is based on the richness or otherwise of such interactions. With this in mind, this study specifically seeks to find out if customer’s satisfaction in the hospitality industry (especially hotels) is determined by staff services quality, room quality, value and security. Hypotheses were formulated Vis-a-vis a theoretical background and conceptual models survey data generated from 317 consumers of hotel service in Obubra were used as the research database. In analyzing the data used for the study, the research made use of factors analysis and multiple regression analysis techniques. It was discovered that all the determinants of customer satisfaction under study have an effect on customer satisfaction.